Case One: PORSCHE
“How Porsche Created New Relevance for a Revered Icon”
Case Summary :
The Porsche 911 - revered icon and heart and soul of the Porsche brand, was facing a precipitous sales decline due to uncertain economic situation in United States. Its ultra-performance credentials made it an impractical purchase, as recession-impacted luxury sports car buyers who were seeking every-day drive-ability. The "Engineered for Magic, Every Day" campaigned proved that the 911 - and in fact all Porsche sports cars - are built for daily life. In six months the campaign re-framed what people thought a sports car could be, and increased sales by 19%.
Answers:
1. Prior to the case I had a sense of belief that Porsche cars were meant only for special …show more content…
Porsche’s core values of “outstanding engineering, tradition and versatility” were always considered in the campaign. Steps were taken to change consumer’s perception of the brand. To do this, Porsche took the Porsche 911 and mid-engine models off their iconic series. They had to reinforce with enthusiasts and make consumers aware that Porsche’s were meant to be driven daily. Traditional Porsche campaigns had showcased the cars on “dream drives”: in pristine environments, on racetracks and on winding roads. But for this campaign, they showcased that consumers could drive this dream car every day. The campaign “Engineered for Magic, Every Day” placed the sports car in routine, ordinary, regular life scenarios and unexpected climates – like a school pick-up, a pizza run, a snow storm, etc making consumers believe that Porsches are comfortable, functional and intended to be driven every …show more content…
They targeted female drivers and young audience. As the car tried to change their image, and diversify to all segments and capture the untapped market. Porsche’s targeted marketing efforts focus on reducing the average age of the Porsche owner and increasing the number of female owners. Porsche provides an example of an automotive icon focusing on demographics using age and gender. The “Engineered for magic, every day” campaign, in part, targets women with an image of a mother in a Porsche 911 in front of a school with the text reading school bus.
5. The “everyday magic” campaign tried to persuade the audience that Porsche is no longer a high end luxury sports car brand, but it is a day to day car, which can be used as a pick-up truck, school bus etc. which a normal car does. In my opinion some of the advertisements do seems unrealistic as the asking price is still high. And it is not possible to own a Porsche by all let alone use it for daily chores, and even though through the campaign, in which they show engineered for everyday magic but it still got
“How Porsche Created New Relevance for a Revered Icon”
Case Summary :
The Porsche 911 - revered icon and heart and soul of the Porsche brand, was facing a precipitous sales decline due to uncertain economic situation in United States. Its ultra-performance credentials made it an impractical purchase, as recession-impacted luxury sports car buyers who were seeking every-day drive-ability. The "Engineered for Magic, Every Day" campaigned proved that the 911 - and in fact all Porsche sports cars - are built for daily life. In six months the campaign re-framed what people thought a sports car could be, and increased sales by 19%.
Answers:
1. Prior to the case I had a sense of belief that Porsche cars were meant only for special …show more content…
Porsche’s core values of “outstanding engineering, tradition and versatility” were always considered in the campaign. Steps were taken to change consumer’s perception of the brand. To do this, Porsche took the Porsche 911 and mid-engine models off their iconic series. They had to reinforce with enthusiasts and make consumers aware that Porsche’s were meant to be driven daily. Traditional Porsche campaigns had showcased the cars on “dream drives”: in pristine environments, on racetracks and on winding roads. But for this campaign, they showcased that consumers could drive this dream car every day. The campaign “Engineered for Magic, Every Day” placed the sports car in routine, ordinary, regular life scenarios and unexpected climates – like a school pick-up, a pizza run, a snow storm, etc making consumers believe that Porsches are comfortable, functional and intended to be driven every …show more content…
They targeted female drivers and young audience. As the car tried to change their image, and diversify to all segments and capture the untapped market. Porsche’s targeted marketing efforts focus on reducing the average age of the Porsche owner and increasing the number of female owners. Porsche provides an example of an automotive icon focusing on demographics using age and gender. The “Engineered for magic, every day” campaign, in part, targets women with an image of a mother in a Porsche 911 in front of a school with the text reading school bus.
5. The “everyday magic” campaign tried to persuade the audience that Porsche is no longer a high end luxury sports car brand, but it is a day to day car, which can be used as a pick-up truck, school bus etc. which a normal car does. In my opinion some of the advertisements do seems unrealistic as the asking price is still high. And it is not possible to own a Porsche by all let alone use it for daily chores, and even though through the campaign, in which they show engineered for everyday magic but it still got